Three Practical Pharmaceutical Marketing Program Planning

In order to ensure that things or work is carried out effectively, we need to formulate a program in advance, the program is a detailed process to solve a problem or a project, a subject. So how should the program be formulated to be appropriate? The following is my compilation of pharmaceutical marketing program planning 3 articles, welcome to read, I hope you can enjoy.

Drug marketing program planning Part 1

1, drug variety program, so that an important element of drug marketing, drugs should be a holistic concept, while to establish the concept of drug quality. Drug varieties program requires companies to pay attention to their own production of pharmaceutical life cycle in different periods using different competitive strategies, and must pay attention to the development of new products, constantly updated products, foreign companies is precisely by virtue of its new research and development technology and unique pharmaceutical market.

2, the pricing of drugs program, drug prices is currently a very sensitive issue, but also the center of gravity of the health care reform, along with the current bidding prices, Shunga price, the impact of affordable pharmacy drug pricing program is particularly important, the WTO tariffs on some imported medicines will be further reduced, will inevitably lead to the price of imported medicines downward on the formation of some of the generic drugs in the country, some of the price of moderate efficacy of the drugs on the formation of a huge impact, some of the price of the generic drugs. Moderate efficacy of drugs on the domestic generic is a disastrous impact, so in the new environment, pharmaceutical companies how to consider the pricing of their products is particularly important.

3, the drug distribution channel program, the domestic pharmaceutical companies long-term marketing model, so that pharmaceutical companies have formed a large channel dependence, pharmaceutical companies need to establish a stable pharmaceutical distribution channels.

4, drug promotion program, with the introduction of the country's new pharmaceutical policy, pharmaceutical companies in the new form must be introduced into a healthy promotional model, a new marketing mechanism, mainly in the following areas to further strengthen the marketing:

1) to give up the previous kind of doctors such as hard work, advertising, promotional fees, prescription fees and other modes of adherence to the customer service oriented, accelerate product development and brand cultivation, and reintegrate sales channels.

2) can be promoted through academic promotions, academic promotional sales, mainly refers to the pharmaceutical sales process, to academic publicity and academic activities to promote sales, this sales model, the requirements of enterprises and business personnel is relatively high, requiring companies to have a very complete academic network. Very specialized knowledge of the sales staff, currently applied more in foreign-funded enterprises. In the academic sales process, such as not a good grasp, will also involve commercial bribery. Academic sales, is the current form of sales, in all aspects is recognized in a way.

3) advertising to pull the beach OTC market, from the OTC market growth rate in a few years OTC market accounted for half of the market. OTC market is one of the main battlegrounds for future competition, and the marketing of this market and the hospital sales difference is large, and more reflective of the pharmaceutical marketing **** sex, to the mega-brand advertising investment to stimulate the consumption of medicines.

4) digital marketing can be carried out, the development of the IT industry, the application of e-commerce, for marketing to inject new vitality, online trading of drugs began to become a reality, with e-commerce to speed up the entire pharmaceutical industry has an incomparable strong advantage, while you can save money but produce greater benefits, the use of online surveys can be collected to the customer's preference and purchase methods, but also to better serve them, thus reflecting the era of personalized marketing. They can also better serve them, thus reflecting the characteristics of the era of personalized marketing.

Drug marketing program planning Part 2

First, the skin class OTC products of the current situation of pharmaceutical enterprises

China's OTC products can be divided into fourteen categories according to their types, including: skin medicines, digestive system medicines, ophthalmic medicines, general topical medicines and so on. Due to the skin OTC products commonly used varieties, consumers have a lot of space for independent choice, brand awareness often become the standard for consumers to buy this type of drugs, often several well-known leading brands occupy most of the market, some unknown small and medium-sized brands can only rely on personalized advantages, rely on features to fill the market gap, or by virtue of access to the advantages of the occupation of the regional market.

In addition, in September 20xx, the State Food and Drug Administration (SFDA) stipulated that the deadline for GMP certification of pharmaceutical companies is June 30, 20xx, and the deadline for GSP certification of pharmaceutical companies is December 31, 20xx, which means that a number of pharmaceutical companies that do not meet the requirements of GMP and GSP will be closed down according to the law. The company's product portfolio includes a number of new and innovative OTC product companies and product brands on the market, which will result in a major change in the market landscape.

In the face of competition, all enterprises have to put survival and development in the first place, on the one hand, enterprises must quickly adjust, convert the business ideas, marketing strategy and marketing organization structure, a wide range of joint; on the other hand, we must vigorously enhance the existing products, training, promotion and maintenance of the brand, to open up new markets, to achieve business objectives.

Second, the product and brand enhancement strategy

As the average consumer is difficult to identify the quality of drugs, the brand has become an important basis for consumer purchasing decisions. A successful skin OTC product brand can bring long-term and lucrative profits for the enterprise, but at the same time, it also requires constant maintenance and publicity, the key is the advertising investment needs to be backed by a strong capital. Therefore, to determine the survival and development of a dermatological OTC products enterprise ability to have three, capital strength, scientific research and innovation ability, marketing ability, and marketing ability to focus on the brand, the operation of the channel.

Skin OTC products as a special commodity, contains three levels of content: one is the core product, refers to the skin OTC product efficacy and quality; the second is the form of products, refers to the skin OTC product dosage form, trademarks, branding and packaging; the third is the extension of the product, refers to the skin OTC products to provide patients with additional value and services. Due to the special nature of skin OTC products in terms of technology, it will lead to the emergence of more homogeneous and similar products. This also means that our work can only be centered around the second and third levels. In the undifferentiated market conditions, any selling point, marketing model, technique can be cloned, only the brand has eternal vitality. For a general capital, scientific and technological strength, product, market, brand has been the basic existence but difficult to see the rise of the enterprise, on the basis of the existing, through a series of marketing operations, to realize the double enhancement of the product and the brand, open the market, seems to be particularly urgent, realistic and important.

How to choose the right product, enhance the brand, to achieve sales, we summarize: two fixed two wide, innovative and different.

1, two fixed two wide

Two fixed: one is the enterprise positioning, one is the product market positioning.

Through the enterprise positioning to clarify the development of ideas, business strategy, through product positioning to find the market, effective entry.

Two broad: one is the advertisement dissemination, one is to build a wide access.

Through advertising and communication to enhance the product and brand, through the operation of the channel to promote sales, consolidate the market and consumer groups.

2, innovation

In the skin class OTC product enterprises, innovation is the most valuable driving force for market development, but also the realization of the enterprise product, brand sustainable enhancement, the development of an important guarantee. The innovation process should be an organic combination of product innovation and enterprise innovation. The key is to fully understand the market information on the premise of the establishment of a competitive advantage of the product system and marketing system to enhance the competitive advantage of enterprises.

2.1 Three forms of innovation

Offensive. Enterprises through the development or introduction of new products, go all out to pursue the advanced level of product technology, to preempt the market, and strive to maintain a strong lead in technology and the market in the competition. It is characterized by high risk, high investment, high return, can obtain the scale of monopoly profit, more suitable for large-scale skin OTC product enterprises or new technology enterprises to use.

Defensive. Enterprises do not preempt the research and development of new products, but when the market appeared some kind of successful new products, immediately tracking research and development, and quickly invested to occupy the market. That is, "a look at the market, a look at the big factory", this strategy of waiting for a fight requires companies to have a highly efficient intelligence system and the ability to absorb innovation, the advantage is to avoid the risk of investment in the early stage and the initial form of the new product deficiencies, and make the enterprise can later catch up with the strong scientific research capabilities of medium-sized enterprises.

Introduction. Enterprises use other people's scientific research strength, instead of developing new products, fast results, low cost, low risk, but also small returns, vulnerable to constraints. It is suitable for small and medium-sized enterprises.

2.2 Emphasis on research and development in order to innovate successfully

Research and development is the foundation of innovation. The world's leading pharmaceutical companies are basically research-oriented, its R & D investment of at least 10-15% of the total annual sales profits, while China's pharmaceutical companies R & D costs investment is generally no more than 3%. Glaxo-Williams, for example, its sales in recent years in more than 10 billion U.S. dollars, more than 1 billion U.S. dollars a year for research and development of new projects, each year the company has been able to develop several new medicinal chemical structure and dosage form, the new product reserves, so that the company has always been able to maintain scientific and technological advantages.

2.3 Differences for survival, characteristics for development

Consumer demand is always different, especially in today's personalized era. For the skin OTC product market, the gap and opportunity is the same, the key lies in whether the enterprise can find, dig, meet the demand, grasp the opportunity. The purpose of innovation is to seek differences, realize differences, establish characteristics, and finally transformed into the purchase of the target consumers, which is the essence of the entire marketing activities, but also a product, a company's survival and development of the true meaning.

Third, skin OTC product market research

Whether it is skin OTC product new product development, selling point establishment, market entry, or old product secondary development, brand enhancement, everything must be based on market research. Only through a comprehensive analysis of the market, understanding, grasp, in order to know oneself and know the enemy, have a target. In addition to the macro-environment, industry dynamics, research direction, supply and demand information to grasp, as a continue to enhance the product, the brand of the enterprise, but also to do a good job of preliminary market research.

1, market research

In Xi'an Janssen and a number of advanced foreign or joint venture enterprises, said the research must be done. home work, with the common domestic "so-and-so pharmaceutical companies greatly over the completion of the plan" and other reports are different, Janssen, Schick and other foreign enterprises, the strategic objectives and the actual results of the difference between the The gap between Janssen, Schick and other foreign companies' strategic goals and actual results is generally no more than 10%, and the key lies in the accurate grasp of the market.

Market research is generally divided into product development research, new product launch test research, marketing strategy research three categories. The main content includes consumer research, market demand research, product research, competitive strategy research, advertising research, price research, market sales research, promotional mix research, etc., each study should be refined as much as possible to ensure that the results of the research is scientific, accurate, close to the market. At the same time, pay attention to the successive steps of the research.

Enterprises do a good job in two aspects of market research, one is to establish a scientific awareness of market research, the second is to establish a systematic and scientific marketing information decision-making system, including internal reporting system, marketing intelligence system, market research system, marketing decision-making system, from the organization to ensure that, at the same time, to strengthen the close cooperation with the relevant professional organizations.

2, skin OTC product consumption characteristics

Skin OTC products is a special product category. Both the characteristics of consumer goods, by the consumer's independent decision-making and purchase, and the characteristics of pharmaceuticals, consumers are highly rational decision-making, high involvement and insecurity. In addition, the consumption of skin OTC products has the following characteristics.

2.1 Skin OTC products directly to consumers, consumer-centered

The biggest difference between skin OTC products and prescription drugs is that the former is consumer-centered, the latter is doctor-centered. Skin OTC products are a kind of pharmaceutical commodities that must be promoted through marketing means, so the opinions of consumers play a vital role.

2.2 Skin OTC products are mostly for regular drugs, many brands

Skin OTC products are mostly for the treatment of general illnesses of the regular drugs, these drugs are generally more mature in the production of technology, does not have the competitive advantage of patented technology. Because of this, the technical barriers to entry are low, and the manufacturers of such drugs are numerous, and there are often multiple brands of the same skin OTC product on the market, which makes the market competition extremely fierce.

2.3 Professionals still have the ability to influence the market for dermatological OTC products

Although dermatological OTC products can be purchased without a doctor's prescription, some dermatological OTC products are, after all, used to treat illnesses and save lives, and the knowledge of medicines is highly specialized, and is not yet a kind of universal knowledge, so consumers will pay a lot of attention to professionals such as doctors, pharmacists, and other professionals when buying and using dermatological OTC products. So consumers will be very concerned about the opinions of professionals such as doctors and pharmacists when buying and using skin OTC products.

3, three dermatological OTC products consumer behavior patterns

Consumers choose drugs more and more autonomy, marketing activities for consumers is more important. Through the segmentation of consumer behavior, to find out the target consumer groups of their products, analyze the type of consumer psychology, and for different types of consumption to take a more targeted positioning, publicity strategy, will make the whole marketing promotion more effective, but also will greatly reduce costs.

Skin OTC products drug consumption there are three consumer behavior patterns, namely: habitual, logical and demand type.

First, habitual consumers. It refers to consumers in the purchase of such drugs only recognize their own commonly used a brand, other brands do not care, do not pay attention. From the habitual consumer brand consumption characteristics, to change the habits of these consumers is a very difficult thing, need a lot of market work and market investment, in order to change these consumers from the thought, habit. A data show that consumers with a certain brand to become accustomed to, of which 66% of consumers are influenced by the doctor, 29% of consumers is due to family / friends have been using, and the influence of the formation of consumption habits, only 5% of consumers habit formation is due to the influence of other factors.

Second, logical consumers. It refers to consumers in the purchase process will pay attention to collect information, with their own value indicators to measure, so as to guide the purchase of consumers. Logical consumers in the purchase of drugs, the main factors of concern in order of efficacy, price, brand and so on. As consumers focus on efficacy when buying, and efficacy largely comes from the brand recognition, so establish a high-quality brand image to influence the purchase of this part of the consumer role is obvious.

Third, demand-type consumers. It refers to those consumers who have symptoms but are not yet aware of the need for medication. They will make judgment based on the information they have been exposed to, and then collect more relevant information to make a final decision to buy. Needy consumers decide whether their needs are strong or not depending on the prominence and severity of their symptoms. For needy consumers, education, cultivation and stimulation of their consumption needs are key.

According to the statistical analysis, the general skin OTC products consumption in the habit-type consumption dominated, and logic-type consumers become the main consumer groups of skin OTC products, but the specific proportion by different drugs, different regions have corresponding changes. In addition, some of the new drugs for new needs and some of the poor health care awareness of the region tends to be dominated by demand-type consumers. Logic-type consumers are easier to change, the cost is smaller, but the capacity is not large, habit-type consumers market capacity, but the marketing costs will be higher, the effect of time is also long, the enterprise should be based on their own strength, select their own target consumer groups, develop strategies.

Four, market positioning and business positioning

1, business positioning

Enterprises involved in the market for skin OTC products with different purposes and motivations, the market development approach is different. Long-term investment in products generally through the establishment of brand advantages to drive the development of enterprises, in the case of short-term investment, companies artificially shorten the product life cycle, in exchange for the maximum profit or skin OTC products market operating experience.

As a skin OTC product companies for their own business positioning, must pay attention to two points, one is to accurately grasp the development of the industry market, one to be awake to their own resources, strength of the situation, but also to fully recognize the urgency of the current situation, decisive decision-making. Before each launch of a product, an advertisement, it must be clear who they are, what they want to do, what they are doing, how they want to do and what they want to achieve, otherwise, a blind, can only force themselves into a dead end.

Drug marketing program planning Part 3

The first part of the marketing diagnosis

First, the market background

The pace of modern life is accelerated, mental tension, stress, coupled with excessive alcohol consumption, smoking, air conditioning, long-term lack of outdoor exercise and other factors, so that people's immune function disorders, resistance to reduce. Immune function is an important physiological function of the human body, immune dysfunction will cause weakness, resistance to disease ability to decline, so some people will repeatedly get colds, asthma, liver disease, some people more "fashionable", the epidemic once he came to

The people do not refuse. So we all need to adjust the immune, enhance resistance, visible health care market prospects.

Second, the product advantage

Ganoderma lucidum is a traditional tonic. "Deng Ying" Ganoderma Lucidum Capsules are made from selected Ganoderma Lucidum strains and processed by modern biotechnology, which contain Ganoderma Lucidum polysaccharides, peptides and other effective ingredients. It can improve the level of cellular immunity, enhance the ability of macrophages, have a clear immune regulation of health care, can enhance human immunity, improve the body's resistance, suitable for the weak system and low immunity and sub-healthy people, especially tumor and liver disease patients, so Ganoderma lucidum health care products have great potential in the market

.

Third, the marketing situation

Unique product advantages and good market prospects, so that the ganoderma lucidum products health care industry merchants gathered, the competition is also increasingly fierce, but at present the industry has a "Chinese ganoderma lucidum treasure" and other strong brand, so "Deng Ying "

The following problems need to be solved:

1, brand awareness is not enough

2, product pricing is unreasonable

3, packaging design is not characteristic

4, marketing channels are not smooth

5, the lack of advertising support

The main problem is the marketing problem. The most important problem is the marketing problem, blue island is a well-known tourist city, ganoderma lucidum capsule as a kind of health care products with special functions, the market grade, at the same time, this product is taken from the earth's fairyland xx, so for the ganoderma lucidum capsule cultivated into the blue island of excellent tourism souvenirs and high-grade gifts to provide the basis of the cultural connotation. Therefore, at present the most urgent problem is to integrate the advantages of the product

Advantages of marketing and packaging, accelerate the product market awareness, cultivate and develop the market.

In order to achieve the above purposes, it is recommended that the market planning program is as follows:

The second part of the operation program

First, establish marketing objectives

Promote sales, increase market share and brand awareness, and establish a strong brand in the industry.

Second, clear marketing strategy

1. marketing model

(1) direct TV sales

(2) channel distribution

(3) the establishment of the membership card, the implementation of the membership system

2. promotional program

based on the Blue Island, the establishment of the market, according to this as a pilot, the Summarize the experience and promote it nationwide to create an industry brand and gradually move towards the international market.

3. Marketing Objectives

(1) Recent Objectives

Within one year, develop the market of Blue Island, so that the target sales network of the Blue Island market channels up to 70%, and in the Blue Island of the selection of the target county-level cities to store for 100%, so that the "Dengying" Ganoderma Lucidum Capsules to become the Blue Island local

well-known tourism brand. p>

The famous brand of tourism and health care brand, is the most popular gift in Blue Island area.

(2) Long-term goal

Within three years, "Dengying" ganoderma capsules will be cultivated into a national famous brand, and become the leading brand of ganoderma products.

The third part of the implementation of the methodology

First, the establishment of the project team

by the enterprise production, sales, management elites and the TV station market, planning, copywriting, design, production and other professionals, division of labor, step by step implementation.

Second, the ganoderma lucidum product market to carry out adequate market research

Through the market research for the "Deng Ying" ganoderma lucidum capsule to find a suitable market positioning, lock the target consumer groups, the development of the best promotion strategy. The content of the market research mainly includes the following aspects:

1. Competitor survey: the main competitors of "Deng Ying" ganoderma lucidum capsule marketing situation in the Blue Island market research, the use of competition and comparison method, will be the main competing brands in the industry and the status of the enterprise comparison, so as to the current situation of enterprises in the industry and product brand strengths and weaknesses have a sufficient And product brand strengths and weaknesses have a full understanding of the main content: competitors' product pricing, packaging design, market positioning, advertising support, marketing channels, sales management, brand awareness.

2. Product market diagnosis: the original product market conditions to do market research, the use of convenience sampling and quota sampling method, combined with in-depth interviews with consumers, sales staff in-depth interviews, in-depth interviews with dealers to investigate the method of the market questionnaire design:

The object of the investigation mainly includes the following groups: the relevant management personnel within the enterprise, within the enterprise relevant marketing personnel, the original distributor of the product. Marketing personnel, the product's original distributors, the product's original retailers, the product's consumers market research content: consumers know whether the ganoderma lucidum capsule products? Do consumers know the brand "Deng Ying" Ganoderma Lucidum Capsules? Do consumers know the efficacy of Lingzhi capsules? What is the main reason for consumers to buy Ganoderma capsules? What is the psychological price for consumers to buy Ganoderma Lucidum capsules? What is the consumer psychology of the target consumers? What are their purchasing habits? What are the channels through which the target consumers buy the capsules? ......

Through the above market research, do a scientific analysis, so as to come up with a reasonable, scientific, systematic market research report, especially to confirm the price, functional characteristics, unique selling points sales channels and other issues, so as to provide a scientific basis for

the next step of the work.

Third, the product repositioning

"Deng Ying" ganoderma lucidum capsule to re-market positioning and functional positioning

Blue Island is a tourist city, xx is a tourist, cultural attractions, ganoderma lucidum is a legendary world of grasses, visible "Deng Ying" ganoderma lucidum capsule is very good. "Ganoderma capsules have great regional and product advantages, with the blue island, xx tourism and people's growing health care needs should be positioned as a tourist health care gifts for the city of Blue Island and health care products with special effects.

(1) Special function health care products

(2) Tourism souvenirs

(3) Fashionable high-grade gifts

Fourth, "Dengying" Ganoderma Lucidum Capsules to find out the target consumer groups

According to the above product positioning, "Dengying" Ganoderma Lucidum Capsules target consumer groups

According to the above product positioning, "Dengying" Ganoderma Lucidum Capsules target consumer groups

The target consumer groups are "

(1) sick people who need to improve their physical fitness;

(2) people with high work pressure, lack of exercise, poor body resistance and easy to catch epidemics;

(3) people who attach importance to health care and pursue a healthy life (high-grade health care);

(4) people who have to go to the hospital to have a good health care;

(5) people who have to go to the hospital to have a good health care;

(6) people who have to go to the hospital to have a good health care. >

(4) people traveling to Blue Island;

(5) people with more gifts (high-grade gifts);

V. According to the above positioning and target consumer groups, set up the corresponding new marketing network:

(1) as a special health care products: cooperation with the major pharmaceutical companies in the city of Blue Island, access to their networks; health care specialty stores; supermarkets health care counters.

(2) as a tourist souvenir: tourism specialty stores; cooperation with the Blue Island City, the better reputation of the tourism company, to visit the Ganoderma lucidum garden and gift Ganoderma lucidum knowledge lectures as a tour group of the special features of the launch; high-grade hotels, hotels and other places

Sixth, to strengthen the management of the sales channel:

The success of the market of any product to do, can not be separated from the scientific and systematic market management, can not be separated from the market front-line consumers and consumers in the middle of the market, and can not be separated from the market management. Can not be separated from the market front-line consumers and intermediaries of timely information feedback, so the establishment of an effective sales network must do the following:

(1) the establishment of customer profiles

(2) the sales staff for the product and business training:

A, product training: through the market research, to find out the consumer for this product is most likely to put forward the 20 questions, by the company to organize a unified standard answer. By the company to organize a unified standard answer, sales staff, especially the counter of the promotional lady unified answer.

B, business training: sales staff must fill in the daily market visit plan, weekly work plan and work summary, monthly work plan and work summary.

C, the dealers responsible for doing regular analysis and summary.

D. Regular analysis and summary of competitors in the market.

(3) the assessment of the achievements of the sales staff: the above requirements as a monthly assessment of the standard sales staff.

VII. Redesign the packaging for "Deng Ying" ganoderma lucidum capsule

According to the market positioning of ganoderma lucidum capsule, the current packaging design of "Deng Ying" ganoderma lucidum capsule can't match with its quality level, so the packaging design must be changed, the new design should reflect the high-grade, and the new design should reflect the high-grade, and the new design should reflect the high-grade, and the new design should be changed. The design should reflect the high grade, but also to reflect the xx's long cultural connotation, its packaging specifications are recommended to be divided into two grades: economic load (mass health care consumption), boutique load (high-grade health gifts), but the tone must be the same, to maintain the same VI.

Economy load for the ordinary consumers, the box material to take the general white paper; and boutique load must be used in high-grade gift box, design When the inner pavement of high-grade silk, the outer box material must be high-grade version of the paper.

The whole series of packaging design must be atmospheric, beautiful, good display, with a strong traditional style.

Eight, for the "Deng Ying" Ganoderma capsules re-pricing

The price of the product is one of the important factors in the success of the product market, pricing is too high consumers find it difficult to accept, pricing is too low, intermediate channels of the commercial trade difference is too low, to combat intermediary enthusiasm, so one of the important work of the market research is to confirm the correct pricing of the Ganoderma capsules, so the market research is to confirm the correct pricing of the capsules. Therefore, one of the important tasks of market research is to confirm the correct pricing of ganoderma lucidum capsule. At present, "Chinese ganoderma lucidum treasure" (bagged, the ingredient is spore powder), which sells more hot in the blue island market, is priced at RMB 1590/20g. According to the market positioning and target consumer group analysis, "Deng Ying" ganoderma lucidum capsule pricing can be divided into two categories:

(1) economic class: general health care consumption, ordinary travel souvenirs

(2) luxury class: high-grade travel gifts

Through the pricing, but also a bit of ganoderma lucidum capsule in line with the image of high-grade health care products, tourism and ji products, highlighting its image as a high-grade health care product. By pricing the capsules, it also meets the image of high-end health products and travel souvenirs, highlighting the preciousness and exoticism of the product

Nine, shaping the corporate image to establish a visual identification system to match the brand dissemination and unify the

Distributor's image

(1) Establishing a VI to unify the visual image of the company

(2) Producing a corporate promotional booklet

(3) Producing a corporate image film and Product promotional films

X. Strengthen advertising and promotion, integrated communication

Before the external publicity, to confirm the positioning of the product promotion.

In order to make the laying of goods can be carried out smoothly, the early stage can be invested in an appropriate amount of advertising, including ganoderma lucidum capsules and health care series of scientific knowledge lecture articles and lectures on the topic of television films. Newspaper small page can be, so you can give sales staff and dealers confidence support, know that there is advertising support, so that the work of laying goods can be carried out smoothly. In order to cooperate with the overall sales work, but also should set up a perfect service system, the establishment of promotional points promotional team, in key shopping malls, drugstores to carry out product promotion, recommended.

When the store work to reach the intended target of 70%, a full set of media placement program full operation.

(1) advertising theme: the immortal mountain Ruigao, the world's best

(2) publicity positioning

Famous brand public relations:

The use of xx's popularity, reputation and ganoderma lucidum moving myths and legends to set up a "Dengying" Ganoderma lucidum capsule product brands and corporate image;

Direct PR to dealers:

Hold a new product launch meeting and invite pharmaceutical companies, travel companies, and health stores in Blue Island City, where experts will be asked to introduce the product's functions in detail; the company's marketing department will introduce the latest price and profit analysis with competitors in the market

The advertising agency will introduce the market support program, including media and public relations activities.

Enhance the confidence of distributors in marketing "Deng Ying" Ganoderma capsules and motivate them to make efforts in distributing "Deng Ying" Ganoderma capsules; let more people join "Deng Ying" Ganoderma capsules; and let more people join "Deng Ying" Ganoderma capsules.

(3) media mix: according to the media characteristics of the Blue Island region and in order to achieve better publicity while effectively controlling the cost of the premise, it is recommended to choose the following media in the Blue Island region:

Newspaper - Blue Island Evening News, which for the newspaper, selected a theme, and publicity around the theme of the change to do a series of ads; ring ring ring ring, be sure to cause the consumer's desire to buy.

Television advertising - the production of feature films, feature films, including investment film and direct sales film two kinds of advertising tape. At the same time in the following television broadcast.

A: Blue Island TV special ads - to establish the brand and the company's visibility and reputation in the city of Blue Island, while recruiting agents;

B: xx TV special ads and TV direct sales - to establish the brand and the company's reputation in the Local good reputation, directly promote sales;

In the 7:00-9:00 prime time, as an advertisement piece regularly broadcast, and make TV direct sales. In order to deepen the local people's understanding of the product and cognition, to attract the attention of the agents;

C: by the xx station agent, to the relevant district and city television station's relevant columns, and for direct television sales;

D: In addition, we will also be through the center of the "technical information system network" for your products to foreign promotion and publicity.

Outdoor advertising

A: set up billboards in the company, production bases and xx, blue island coastal major attractions;

B: to high-grade hotels, hotels, tourist attractions, high-grade office buildings, and other places to send corporate brochures;

C: in the major distribution placed in the publicity, unified promotional image, and in the opening of each store with a uniform image of the arch.

Emphasis on public relations activities and on-site promotions

(1) Experts are invited to explain the health care functions of ganoderma lucidum products, and VCDs of product descriptions of "Deng Ying" ganoderma lucidum capsules are given.

(2) Contact with travel agencies to attract travel teams to visit the ganoderma lucidum garden, where the company's lecturers will give a detailed account of ganoderma lucidum's legends, characteristics, medicinal value and so on, and be equipped with professional and technical personnel

and experts to answer questions on the spot, and to sell medicines on the spot.

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